Ann-Jolena Baker

Director | Baker Legal

Client: Baker Legal
Industry: Legal
Engagement: Business Mentorship, Strategic Advisory, Organisational Growth
Focus: Owner Development, Process Optimisation, Core Strategy, Scale-Ready Architecture

The Challenge

After more than a decade as a successful lawyer, Ann-Jolena took the courageous step to set up on her own in 2025. Moving from established practice to business ownership requires a fresh perspective on strategy and growth. 

The strategy centred on establishing strong business foundations to support sustainable growth and scaling at the right pace.

The Focus

Taking a whole-person approach to business, with her goals and aspirations at the centre
Refining her approach to attract and engage the right clients
Developing strategic thinking and process efficiency
Accounting advice and financial literacy groundworks
Professional networking in finance, administration and marketing
Guidance on business loan applications

The Reality

As Ann-Jolena explains, ‘I didn’t know what I didn’t know.’ It’s a feeling many business owners experience when stepping out on their own.  

Without the safety net of an established practice, she suddenly had to think strategically, make decisions and navigate the challenges of growing a business.

Recognising this early, Ann-Jolena made a smart move: seeking coaching, advice and mentorship from a trusted advisor to help build her confidence and business capability.

What We Did Together

Together we focused on preparing the business for its next stage of growth:

Strengthening strategic thinking and setting clear business priorities
Building confidence to lead the business through its next stage
Identifying opportunities to focus on leveraging high-value legal work
Exploring what to delegate to free up her time and energy
Building regular financial health checks into her way of working
Strengthening professional connections to support business growth
Getting clear on what makes her service different and how to communicate its value
Making space for life outside the business, so growth is sustainable

The Outcomes

A strong, growth-ready business built on expertise and authenticity:

Strengthened strategic decision-making capability
Developed stronger relationships with financial, administrative and marketing networks
Created practical processes and systems that continue to guide and leverage business strategy and sustainability
Employed an administrator to allow more owner time for critical thinking tasks
An owner combining running a successful business with a happy work-life balance
Established a long-term trusted advisory relationship built on accountability and friendship
A roadmap to ensure long-term success which prioritises health and wellbeing

In Their Words

"When I first stepped into deciding to run my own business, I didn’t know what I didn’t know, so I was at the hands of others around direction. I’d never thought of having a business mentor or where to start around that.

What I liked about Kim from the outset was that she’s a straight talker, a doer, and isn’t shy to have difficult conversations – which I respond to well. She’s very confident in her advice and has a strong understanding of our Māori culture, so we also connected on that level.

Kim helped me across almost every aspect of business – advertising and promoting the business, growing my network, financial literacy, even branding. I could tell she would be very transparent about direction and where things needed to be adjusted early, so it kept me in alignment for the progression I was looking for.

As the business grew, we would sit down and look at scaling, where I’m spending a lot of time against where I should be spending my time. For example, my administrative tasks were really overwhelming me. Kim encouraged bringing in support so I could focus on the critical thinking stuff.

Business does get busy and there’s always going to be a workload, and there’s always going to be a client that needs something. So, Kim encouraged personal goals, celebrating wins, and being intentional about work-life balance.

She’s fabulous. I enjoy everything about her in terms of her life experiences - which has basically woven the fabric of who she is now, and the value that she adds to my business from that professional lens - but also being able to chat as friends. It’s been a real blessing that Kim and I have the rapport that we do and it just works.”

Ann-Jolena Baker
Director | Baker Legal